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We believe that we will make great services to our clients. We are constantly focusing on innovation. We believe in simple, not complex. We also believe that we need to own and control the primary knowledge behind the services that we do, and participate only in markets where we can make a significant contribution. We will focus on the few projects that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. To be frankly, we do not settle for anything less than excellence in our company, and we have the self-honesty to admit when we are wrong and have the courage to improve.

Problems Faced by Start-up Businesses

Everyone has the dream of starting up their own business and being their own boss, and for most people it always stays a dream due to the many obstacles faced in starting a business and more so keeping it running and profitable.

Some key hurdles that all entrepreneurs and business owners face when starting a business are:

  1. Competition – New businesses are often the little kid in a very, very large, bully-filled playground. Rival companies that are already trading in similar markets to yours, already have the upper hand and advantage. They have been operating for a longer time, have gained more knowledge in operating that sort of business, know the market better and can probably adapt to the market changes quicker.
  2. Lack of Funding – 99% of people thinking of starting a business wont because of the realisation of the costs and the lack funding available. It’s funny that we start businesses with the aim of making loads of money, but in fact you can’t make money unless you have money to fund the business from the beginning. Financial risk plays a huge part in small businesses, ensuring and maintaining a healthy cash flow is essential. Start-ups need substantial amounts of money to cover costs. When your starting from scratch there’s many things that need to be developed, for example; logos, website, accountants, marketing materials, staffing, launch programme, merchandise, the list goes on and the bill goes up and up.
  3. Time Restraints – Starting a business is not a part time Saturday job, business owners need to be able to commit to extremely long hours in the start-up phase. There is everything from staff contracts and health and safety policies to marketing materials and websites to develop and the longer this takes the longer the business takes to be established and the higher the financial risk becomes. The owner will become responsible for everything from the grunt work to the office managerial responsibilities.
  4. Poor Planning – Many businesses fail in the first-year due to poor planning and preparation before declaring themselves as “OPEN FOR BUSINESS!” Before launching any business everything from suppliers to rates should be investigated. Noticing a hike in unexpected costs after you have just launched a business can bankrupt the plans in no time. Extra time should be taken ensuring that everything is covered, the best way to do this is by creating a comprehensive business plan.
  5. Price and Product/Service – Although you may be competing with the big box stores, you will most likely not be able to price like these stores. The nationwide and international companies obtain products at rock-bottom prices because of the sheer quantity of goods they order and thanks to exclusive supplier contracts. Pricing your goods and services too low can delay the process of turning a profit. Instead of erring in this way, list fair retail prices, and make sure your start-up excels in customer service. You also should have a convenient location and hours.


SAZ Diversify Legacy (SAZDL) is a consultancy firm located in Petaling Jaya, Selangor, that offers assistance to for- and non-profit organizations in Marketing Communications planning, development, and implementation. We work with organizations that want to align their products and services to meet the needs of their customers, current and prospective. We work with organizations that want to reach out to their customers in ways that attract attention and evoke response. We help organizations and customers find each other. Our approach to marketing is an integrated process from visioning to qualitative research to strategic planning to tactical execution. For-profit businesses can get assistance with brand development, prospect outreach, and loyalty-building. Non-profit organizations can get help with positioning, fundraising planning, and board development and training. Every client can get help discovering and implementing the mix of advertising, promotion, social media, sales support, and public relations that will meet its goals and fit its budget. SAZDL’s founder, SHAH AL-GHAZALI, has been helping companies; large, medium and small – plan, develop, and execute strategic, integrated marketing communications programs for over thirty years. We don’t just simply help you generate leads. Instead, we work to find multifaceted solutions that result in demand generation for your products and services. With a truly comprehensive understanding of the marketing world, we work with our clients to establish precise, measurable goals to activate success and drive perpetual momentum.


"As a founder of my cafe, I would like to take this opportunity to express my delight with the wonderful service we recently received when hiring SAZ Diversify Legacy for their Storytelling Training. These days it is not often that a consultant company goes beyond the extra mile to ensure a client’s piece of mind and satisfaction, however it simply was a pleasure dealing with Shah Al-Ghazali and his wonderful team. They took every measure to ensure that their before and after service delivery was impeccable from start to conclusion of our dealings. It is good to know that there are some companies that still believe in good client services. I have no doubt that we will once again return to SAZ Diversify Legacy. It was a pleasure doing business at your company and I hope that the relationship we have developed with SAZ Diversify Legacy will be a longstanding one."

Our Approach

Marketing is cyclical.

Not too long ago, marketing was a one-way undertaking. You had a product and you went looking for someone to do your product to. You were the hunter. Your customer was the hunted.

The internet changed all that. Cable television and email and DVRs changed all that. Smart phones and social media and YouTube and Instagram changed all that. Now people have more options to explore and more ways to explore their options.

Now marketing is less like hunting and more like dating.  It’s about fostering mutually beneficial relationships.

How Marketing Planning Works

  • Learn – The first step in our work together is to find out what people care about. What they’re trying to get done. What options they’re exploring. Where they look for answers. What influences them. How they decide. What choices they make.
  • Take Stock – Look into your inventory to determine how well you are doing in giving people what they want. Not just in terms of products and services, but in the experiences, they have with your company. The stories they hear. The voice that greets them on the phone. The information on your web site. Verifying that you can give people what they want, allows you to connect.
  • Connect – Aligning your products and services with what people want means that you now have something to promote.
  • Promote – Convincing people that what they want is what you sell will make them eager for an exchange.
  • Exchange – When people trade what they want for what you want, it helps you learn. And you’re back to the beginning of the cycle, but in a stronger place.
SAZDL - Marketing Planning Steps

Look before you leap

You know what you want to sell. You know what you sell is terrific. You know why people should buy what you’re selling. The thing is, people don’t buy because of what you know. They buy because of what they know. They buy because of what matters to them.  

Marketing isn’t about what you want to sell. It’s about what people want to buy.

Marketing communication isn’t rocket science, but it is disciplined and it’s fueled by equal parts inspiration and information. Marketing is about helping people say yes to you by giving them something they want to say yes to. If you make marketing decisions before you know how people decide, you are likely wasting time, energy, and money on tactics that aren’t helping your customers see that you are selling what they want.

If you make marketing decisions before you know how people decide, you are wasting time, energy, and money on tactics that aren’t helping your customers see that you are selling what they want. Before you jump headfirst into Facebook and Instagram or go hog-wild emblazoning your company’s name on refrigerator magnets, t-shirts, and billboards, take the time to figure out whether any of these tactics is the best means for moving people closer to saying yes.

Marketing doesn’t begin with selling. It begins with listening. It begins with getting to know the person you want to sell to.

Our Philosophy


Recommendations for an organization will be informed by what its customers, and, therefore it, needs, not by a bag of promotion gimmicks. The benefit for the client; A marketing plan driven by equity-building strategies, not flash-in-the-pan tactics.


Recommendations will not be limited to product or industry knowledge, but founded on a solid grounding in strategic marketing, social psychology, and demographics. The benefit for the client: Fresh thinking and creative, on-target communications, inspired by inter-industry best practices.


Respect for the client means truth-telling in plain English. Understanding how people care about their businesses (because we care about ours), we don’t tell people what to do; we work with them. The benefit for the client; A partnership designed to equip the client to succeed, even after the consultant has left the scene.


We work with an organization’s other suppliers, not as a watchdog or antagonist, but as an advocate for productive partnerships. The benefit for the client; Better communications with and stronger work from your agency, freelancers, and staff.

Benefit of Hiring Strategic Marketing Communications Consultant

A business may have developed terrific products and put together a supremely talented management team, but ultimately success hinges on persuading significant numbers of customers to select that company’s products or services rather than buying from someone else. Growing a business comes down to the ability to sell. Innovative strategies, a comprehensive understanding of consumer behavior and aggressive communication of the company’s message combine to bring about sales success.

SAZDL - MarCom Strategy System
  1. Developing Strategic Vision: One of marketing’s functions is to constantly look for new ways of growing the company’s revenues. Strategic vision means being on the lookout for new opportunities and creating strategies for the company to take advantage of them. The company could discover exciting, emerging markets that it could supply products or services to. Devising ways of selling additional services or products to the customers that a company already has is another way to accelerate growth.
  2. Creating Brand Awareness: For consumers to buy from the company, they first need to know the company exists and what it is selling. Advertising and promotion strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer. To be successful, the company must have a good understanding of what demographic groups are most likely to become customers, and apply marketing expenditures to the media that serve these groups. Repetition is part of creating brand awareness. If the customer sees the communication from the company a number of times, there is a higher chance of making the sale.
  3. Expressing Competitive Advantage: Marketing and communication strategies are designed to position the company as being superior to its competitors. The marketing message must show specific reasons the customer should purchase its products or services. Many times, the message presents the benefits of these products or services; how they can solve a customer problem or meet a customer need. Highlighting the shortcomings of competitors is another popular tactic.
  4. Fostering Goodwill: Companies use communication strategies to build an image of being a good corporate citizen. Publicizing the company’s charitable activities is one way this is accomplished. The marketing department in a company also tries to find community, regional or national events the company could participate in to generate publicity. Companies purchase sponsorship to sporting events that receive national TV exposure for example. But sponsoring smaller events, such as kids’ local sports leagues, can also be effective.
  5. Attracting Talent: As companies grow, they need to continually attract the best talent available. Communication strategies are used to show potential employees that the company is a good place to work. Many companies have a large section of their websites devoted to presenting the reasons individuals should be interested in working there. Business publications have annual awards or lists of the best companies to work for. Marketing and communication’s role is making sure the company is under consideration for these awards.
  6. Informing Investment Community: Companies send news releases out about milestones reached, such as sales or profits reaching a certain threshold. They also announce major events, such as joint ventures, acquisitions or introductions of new products. Besides creating general awareness about the company, the news releases alert the investment community to what the company is accomplishing. This can result in increased interest in the company’ stock, if it is a public company, or make it easier for potential equity partners to find the company, if the company is private.